Changing organizations is as messy as it is exhilarating, as Assignment

Changing organizations is as messy as it is exhilarating, as frustrating as it is satisfying, as muddling-through and creative a process as it is a rational one. (Palmer et al, 2009) - Assignment Example 369-370). The requirement for change can be because of the external factors such as due to change in demand, shifting taste and preferences of the customers, obsolete products or technology, etc. The internal factors include the growth of the company, retired leaders of the organization, or a re-engineering of operational functions of the company. Regardless of the causes and sources of change, all the organizations frequently face the need of transforming certain system, people, or process within. This is a difficult process and many unsuccessful results are seen every day, yet it is considered to be the most significant function in an organization (Flamholtz, and Randle, 2008, p. 5). This study is based on the following definition â€Å"Changing organizations is as messy as it is exhilarating, as frustrating as it is satisfying, as muddling-through and creative a process as it is a rational one† (Palmer, Richard and Akin 2008). Many processes and systems are uprooted during the course of bringing about the change in the organisation. So the different facets of organisational dynamics would be studied, so as to understand the dynamics which lead to strategic changes within the organisation. Also the types of such change would be discussed in order to understand the outcomes of such dynamics on the change management process in the organisation. Apart from this the study would also throw some light on the situations, opportunities, threats, and emerging issues, when change unfurl inside the organisations (Flamholtz, and Randle, 2008, p. 6-7). Even after knowing all the benefits, one thing remains constant that is change is complicated. An organisation faces numerous challenges while planning, and implementing change. So discussion on strategic changes with organisations is incomplete without analysing the challenges associated with the change process. The common challenge is

Just answer a question Essay Example | Topics and Well Written Essays - 500 words

Just answer a question - Essay Example Secondly, secondary pollutants that from the combination of several gases in the atmosphere to form compounds. To test this hypothesis, researchers need to delve into the history and collect information with industrialization as the focus. Undeniably, industrialization has contributed to air pollution through various ways. This research is not observatory in nature but involves the researcher’s opinion supported by other researchers who have participated in the same research before. For instance, compared to the past decade, statistics reveal a rise in growth in industrialization (â€Å"World resources Institute,† n.d). Therefore, a researcher has to check all developments that go with increased industrialization. There is increased use of energy to process and increased use of automobiles to carry processed products. This means that researchers have to evaluate the type of energy used by industries and their effects on air. Additionally, the researcher will evaluate the effects automobiles have in the atmosphere. For example, automobile in America life and society offers infor mation on the effects automobiles have to the environment in the history of America. Finally, the researcher will make a conclusion based on the management of industrial emissions to support

Marks and Spencer 2009-2010 Financial Analysis

Marks and Spencer 2009-2010 Financial Analysis This report aims to perform a financial analysis of Marks and Spencers, between 2009 and 2010. Generally, a companys financial statements reflect a certain period of changes in financial position and operating results. Thus, by analyzing the companys financial statements will be able to operate throughout of a basic understanding with its strength, financial adaptability and performance of company. As the annual report is provided information and content to all ranges of users, which includes the companys existing shareholders, potential investors, creditors, government and the nature of other users. Therefore different users of accounts may concentrate in only a few important parts of accounting data and business information. Ratios To compare the revenues across two years, MS has gained 9062.1m in 2009 and then growing to 9536.6m in 2010. It is also likely to continue to trend upward due to their long-term strategy and improved market share. MS managed their costs cautiously, paid attention and responded to their customers changing needs. Profitability Ratios Gross profit % 3618.5/9536.6 3371.9/9062.1 =37.94% =37.21% The figures show on the gross margin has increased from 37.21% to 37.94%, this increase may have arisen from the production costs or from a sales with a good sales value. Thus, MS is able to control its production costs and achieve and optimum sales price and sales quantity. It can be an indication of marketing effectiveness. Pre-tax profit % 702.7/9536.6 706.2/9062.1 =7.37% =7.79% The net profit margin is 7.793% in 2009 and decreased to 7.368 % in 2010. This shows the amount of the net profit from each  £1 turnover a business has earned. After-tax profit % 523/9536.6 506.8/9062.1 =5.48% =5.59% Performance Ratios After tax profit as a 523/2168.6 506.8/2081.7 shareholders funds =24.12% =24.35% Return on Investment 523/7153.2 506.8/7258.1 =7.31% 6.98% The ratio indicates that from 6.98% in 2009 which has increase to 7.31% in 2010. This is a very important ratio for all users of financial statements. Along with the rate of the degree is more efficiency on production, higher profitability MS will get. Earning per share 33.5p 32.3p This ratio used as indicator of financial performance. Compare to 2010 since 2009, there has been 1.2p increased from 32.3p to 33.5p. Dividends per share 15p 22.5p Return on capital 523/ (7153.2-1890.5) 506.8/ (7258.1-2306.9) Employed =9.94% =10.24% This ratio indicates the amount of capital invest in the company in the long term and with the return achieved on that capital. Based on the figures above, the percentage in 2010 has been decreased compare to year 2009. Overall business activities and corporate profitability, the stronger the higher the profitability; return on assets reflects shareholders and creditors  profitability of investment funds; return on equity reflects the profitability of the shareholders to invest.   Liquidity Ratios Current ratio 1520.2:1890.5 1389.8:2306.9 =0.804:1 =0.602:1 According to the rule says that the current ratio must be at least 2 which mean the current asset needs to be double to meet the current liabilities. the quick ratio is a relatively safe, low efficiency of the suspected high, too low, there may be poor management.In 2009 Marks and Spencers only had 0.602 worth of current assets for every pound of liabilities. Even though it has been increased to 0.804 in 2010, they were still unable to support its short term debt from its current assets. The company has considerably less cash in 2010 than in 2008. Quick ratio (1520.2-613.2):1890.5 (1389.8-536):2306.9 =0.48:1 =0.37:1 This ratio provides severe test of liquidity by omitting stocks. The ratio has increased from 0.37 to 0.48. Gearing 2278/2185.9 x 100% 2117.9/2100.6 x 100% =104.2 =100.8 The ratio concerns on long term capital structure. It indicates the relationship between debt and shareholder funds. If borrowings is bigger than equity, there will be a highly gear and this can raise more money as the higher the level of gearing, the greater the risk. Debt ratio 4967.3/7153.2 5157.5/7258.1 =0.694 =0.711 The ratio indicates debt is covered by shareholders funds. The debt to equity ratio shows for every  £1 of shareholders funds in 2009 there was  £0.711 of debt. This compares to  £0.694 in 2010, it has decreased. Short-term liquidity refers to the ability of companies to repay short-term debt.  Short-term solvency deficiency, not only will affect the credit, increasing the future cost and difficulty of raising funds, but also enables companies in financial crisis, or even bankruptcy.   The impact of internal factors Profitability  is  the core  concern  in all aspects, as well as  the key to success. Hence, only profitable companies can survive and achieve long-term sustainable business.  This is the reason whether investors or  creditors are both reflected very seriously in  the rate of  profitability of the business.  Views at 3 April, 2010, group revenues were increased 5.2% to 9.5bn, this is benefited from the growth of market share in the clothing and food market conditions improve. Based on UK sales of 2.9% and international sales of 5.7% increase, from the Singer Capital Markets analyst, Matthew McEachran, said MS non-food business has a good performance to some extent offset by a large-scale impact of profit sharing, making the companys annual earnings expectations basically reached the outside world.   Firstly, as a result of improving consumer confidence has seen the clothing market return to growth. Womenswear value market share grown to 10.7%, due to MS seems expanded their focus group of all ages and lifestyles. Chairman of MS, Stuart Rose said: In the past year, we achieved all the core areas of performance improvement, reflecting MS has a good brand influence. In bringing the company out of  economic crisis, we focus on the factors that consumers care about, namely, quality and value. At the same time, the economic outlook as consumers is still worried about a certain degree, so we are also cautious about the operation of current fiscal year. Therefore by way of retain their position as market leaders, it needs to deliver clothing for Every Women, Every Time. Which means every customer can have the product they want, in the right size, color and style every time when they shop in MS. Furthermore, lingerie has grown volume market share to 18.9% and value market share to 25.9%. This significant indicate that one out of four women buying MS underwear. This gain benefits continued emphasis on innovation and provides lingerie solutions women want. Similarly for menswear and kidswear, in order to become fashionability, MS has more focused on improving the style and designs, putting effort on deliver the best quality. Secondly, food sales of MS is another main revenue income, there was increased 1.8% to 4.3bn in 2010. One of the reasons is deflation with falling food prices and customers were buying more. According to MS annual report shows share of the apparel market in the UK rose 0.3% to reach 11.2%.  At the same time, with the level of consumer spending recovery, all branches of MSs sales are to achieve growth.   Since the summer of 2007 MS achieved comparable sales growth for the first time. However, despite the implementation of price-cutting strategy, MSs market share from 3.9% to 3.8%.   Shop Your Way is another reason of changes in profitability. It is a new ordering service, allowing customers either shop in stores, place orders online or over the phone. This makes an advantage that increasing the efficiency, delivered a strong performance, hence, sales grown by 27% to 413.3m. During 2009/10 international sales were up 5.7%, accounting for 10.2% of total revenues. Although it is hard trading in the Republic of Ireland and Greece, MS  insists international growth plans. India and China  considered as two key regions  overseas expansion.  As India  are convinced that  with  the tremendous  economic  development,  in the next  5-10  years,  there will be a large number of  middle class appear  in the community,  and they  will become  MSs  potential customers. The reason  placed such  high expectations  on overseas markets,  due to the  financial crisis  of this  hundred years old  business  in the local  enormous challenges encountered.  Because of  customers  are choosing  cheaper cost goods supermarket such as TESCO  and o ther  procurement,  caused MS  this past  Christmas  sales  worst  since 1998,  the year,  MS was forced to close  up more than 25  franchised  food  supermarkets and  lay off  thousands. Viewing the clothing market trends in China, MS seem to underestimate the Shanghai consumers fashion needs. According to the survey of Financial Times, consumers were disappointed with MS selling the old fashion of T shirt. Similarly as Daily Mail survey, most of the female consumers thought the only items MS worth buying is lingerie. And other clothes are too old and boring, prices also expensive with little choice. From the above reflects the consumers point of view, MS clothing market in China is still in a position of British middle-aged level, they did not know the elderly in China has been spending very little on clothes, even though they chose are the cheaper ones. Therefore in order to b uild a platform of long term growth, MS is continuing international expansion. Ensure creating sustainable business in these countries; represent a great opportunity for MS. However, on the premise of that, plan for regional variations and accurately stock with right colors and sizes are important. At present  there are more than  30 countries  around the world  with approximately  760  branches  of MS,  became  the most representative of  the UK  chain stores  and clothing  retailers.  In the global  environment from being damaged  under the impact, MS in  November 2007  implement a 5 years eco-plan called PLAN A to  cope with climate change  and other environmental  conservation issues  and the implementation of  waste reduction,  conservation of natural resources,  fair trade, etc.  to create  the correct  concept of environmental protection  of the  health  state.  In 2010  the scheme  had already reached  five main  objectives which are become carbon neutral, send no waste to landfill, extend sustainable sourcing, help improv e the lives of people in supply chain and help customers and employees  live a healthier life-style. This five main goals represent five key areas (climate change, waste, sustainable raw materials, fair partner and health and safety), and they divided for environmental protection and ecological 100 commitments.   From the promotion of PLAN A of the past twelve months, MS has been achieved: reduce carbon dioxide emissions by 55,000 tons within the shops and offices , supporting small-scale farmers feel investing in renewable energy production, the creation of three eco-store testing, purchase 140 air-powered environmental goods, the carbon footprint of the implementation of food programs to reduce waste activities, MS has begun to allow customers to reduce the use of shopping bags and to promote recycling and reuse of old clothes. In addition, MS is also working to reduce product packaging, not only to increase the use of recycled materials, and improve the recycling rate of building materials. In the development of sustainable resources, introduction of more fair trade higher goods, such as organic cotton, organic linen and recycled polyester material. Furthermore, increase 48% in sales of organic food. In a fair partner part of the promotion of fair trade certified products. PLAN A was succe ssfully established with suppliers trading patterns, and increased by 20% fair trade food sales. In terms of health, MS remove those 99% with artificial colors and spice rack food from sale and reduce the sodium content of food. PLAN A advocated by the environmental program has become internationally recognized as the practice of business ethics, but also by the Financial Times reported in March 2007 recognize as the best understanding of consumer needs, and focus on the popular social and environmental enterprises. According to the choice of partners, to promote social responsibility, health view on behalf of the establishment, removal of unhealthy products, able to recognition MS to improve the environment, green determination and enthusiasm. As a result, PLAN A gained 50m additional profit for MS. Ensure MS become succeeds, governance also affect the profitability. Focus on how to get things right across the business during 2009/10, a trusted brand, strong leadership, clear plan, motivated employees and delighted customers as well as right checks and balances. The impact of external factors One of the impacts of external factors on the profitability of MS will be their competitors. 40% compared to a decline in profits last year has been a great improvement though, but as the UKs largest clothing retailer, MS is far behind Next, John Lewis and Debenhams.   Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  MS in the economic crisis hit, especially deep, as it has been the face of competition from discount chain Primark clothing market share and strive to maintain.  It also recognizes too late to adjust their own high-end food business.     Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  Ãƒâ€šÃ‚  The company as it started in full force, in terms of the introduction of cheap Wise Buys food products, such as the introduction of a new clothing line Indigo.   in order to reduce size of the deficit, the British newly formed coalition government plans to value-added tax rate from the current 17.5% to 20%, which will have a significant impact on MS.  Ross said the analyst meeting, MS almost certainly raise prices by the way the VAT increase onto consumers.  Ross also pointed out that since the budget announcement from Ireland, the countrys trade situation to achieve a steady improvement.  

American History: Emerson and Whitman

In a democracy Emerson wrote that man does not buy his rights and pay for his privileges. He has every right to speak up on an issue and does not need to pay the government to do so. Likewise he does not need to pay to cast his vote in an election. In a democracy man observes rules because doing so is the proper thing. He can not buy his way out to be exempted from obeying laws. The young will benefit from the fruits of democracy because the old shall have had their time.If the youth is able to use their God-given gift of â€Å"piquancy and charm† they would make the older generation â€Å"very unnecessary. † They would know how to take care of themselves and secure their future. Democracy for Whitman is where people are able to go about their daily lives without fear, â€Å"the machinist rolls up his sleeves, the policeman travels his beat, and the gatekeeper marks who pass. † Obviously, the people are the ones who enjoy the fruits of democracy as it allows them to pursue their business in the best and legal means without doing harm to others.According to Emerson it is easier to conform or to adapt to what the collective society stands for, but to be truly independent one must hold on to what he believes in despite overwhelming opposition. He has only his conscience to trust as to what is right and what is wrong. This attitude is what will spell the big difference â€Å"between greatness and meanness. † Whitman was more poetic in his take of independence. He said that it is when one has the â€Å"best of time and space, was never measured and will never be measured.† It meant that when a man is given the opportunity to do what he wanted, given the freedom to use it the way he thought fit is Whitman’s take on independence. Emerson believed that for man to be self-reliant he must first know himself, love his strengths and accept his weaknesses. While nature abounds with what can feed, clothe, and shelter man, he must tap and work on them by his own sweat or labor. Man is so endowed by God that there is nothing he can not do if he tries. Whitman likened self-reliance to travel. He showed a friend what there is to see in places near and far, and the road to take.The analogy could very well mean life in general. He can only be with the friend at some point but the rest will be up to the friend. He told his friend that â€Å"he must travel it for himself. † In life there are questions which answers â€Å"he must find out for yourself. † On cultural independence, Emerson challenged old traditions of the Church, to obey without question. He maintained that it was one’s conscience that he must listen to and not dead institutions and irrelevant societies. Whitman had a different approach with institutions, he was more for maintaining the status quo.Whitman wrote, â€Å"I accept reality and dare not question it, materialism first and last imbuing. † As for the spirit of social ex perimentation, Emerson opposed philanthropies of giving college grants, building half-way homes, alms-giving and organizing charities to the undeserving and regrets every cent and dollar doled out, despite the â€Å"obligation to put all poor men in good situations. † As for the issue of the slavery and the plight of the Blacks in Africa, Emerson said that â€Å"love afar is spite at home. He was for ensuring the welfare of one’s own before one can be so concerned with those of others.As for Whitman he welcomed, fed and cared for a runaway slave. He treated everyone equally, be they â€Å"the wicked or the righteous. † Emerson was among the American Transcendentalists and Romanticists from New England, who believed in the power of the mind which God had use to reveal the truth. He listened to the â€Å"voice of the mind. † Whitman was a Romantic writer especially with his association of the commonplace to Nature, like â€Å"the grass is itself a child, the produced babe of the vegetation. † Emerson approached Nature in the context of Man.He referred to â€Å"the nonchalance of boys as a healthy attitude of human nature,† and â€Å"pretty oracles nature yields us are the face and behavior of children, babes and brutes. † Whitman did not separate man, animals, the grass, the flowers, the fishes and the birds as he treats them all as Nature. He told of the activities of each without distinction of man and animal, bird or fish, flower or grass, â€Å"the wolverine sets traps, the young fellow drives the express wagon, the wild gander leads his pack. † Works Cited Emerson, R. W. â€Å"Self-Reliance. † Whitman, W. â€Å"Song of Myself. †

Midaq Alley in History Versus Midaq Alley

The women of the Middle East would continue to uphold their traditional image, even though in their heart of hearts many of them may be yearning for plain liberty.   The chief character of Naguib Mahfouz’s Midaq Alley (1992) is a woman by the name of Hamida, who must put up acts to stay true to her traditions, at the same time as she yearns for something beyond the ordinary.   Yet, her passage into a world where men and women must be considered equal is a narrow one. As a matter of fact, her life is the Midaq Alley, which â€Å"resembles a ‘trap,’ with walls on three sides, making darkness one of its pervasive features (Deeb).†Ã‚   What is more, there is a very narrow entrance and an equally narrow exit to the small alley – away from the big, outside world – that the Middle Eastern woman has come to represent in Mahfouz’s novel (Deeb). All the same, Marius Deeb, in her literary criticism of Midaq Alley, considers the novel in its historical context alone.   Hers is historical literary criticism of Midaq Alley, seeing that she describes the difference between the alley and the outside world as the division between traditions and modernity in the Eygpt of 1940s.   According to the author, the significance of the alley may only be explained in terms of the socio-cultural environment of the time that the novel is about. The difference between the alley and the outside world, in the author’s opinion, is similar to the division between the East and the West.   Even so, the most important character in the novel remains Hamida.   She is entirely different from the rest of the characters, and therefore demands the reader’s attention like nobody else in the novel.   Being the center of attention, she teaches a very important lesson about the perceived differences between men and women in the Middle East.   In essence, her story does not merely apply to the historical context of the novel.   Rather, it is the story of the perceived differences between Middle Eastern men and women even in our times. Hamida is the Midaq Alley, although Deeb does not mention her thus.   Not the kind to give up easily, she sneers at her husbands-to-be simply because she wants something better than them, most definitely a life that is more prosperous, and outright superior, that is, the big, outside world.   She considers her husbands-to-be as nonentities because she thinks she can achieve well for herself without them.   At the same time, she is bounded by Middle Eastern customs and culture to choose one prospect and get married like ordinary girls. Even if Hamida represents the East – in the East and West division of the world – the novel is mainly about the social differences between men and women.   These differences may be explained in terms of the separation between the heaven and the earth as well.   However, Deeb’s literary criticism does not describe the separation or differences beyond the historical context of the novel.   The author describes her interpretation of the novel thus: â€Å"We discern in this novel the division between the traditional world and the modern world in Egypt during the 1940, that is, to some extent, a re-enactment of the East-West dichotomy and the values, whether aesthetic or moral, which accompany those worlds (Deeb).† Hamida admires the women who have escaped their marital bonds.   She is especially inspired by the factory girls she knows – who all happen to be Jewish.   She informs her mother about the same, â€Å"If you had seen the factory girls!   You should just see those Jewish girls who go to work.   They all go about in nice clothes.   Well, what is the point of life then if we can't wear what we want (Mahfouz)?†Ã‚   According to Middle Eastern customs for women, Hamida must control her true desires before the cultural expectations that are attached to all women.   All the same, Mahfouz brings to the mind’s eye the picture of Middle Eastern women that are longing to free themselves from the bonds of patriarchy, and all the rules of society that are connected to the same. Apparently, the Middle Eastern women would also like to free themselves from the difficult clothing they are forced to wear.   Perhaps they would like breaks from such clothing.   While women such as Hamida may genuinely face a problem with restrictive customs, Mahfouz also describes the ‘proper’ girls that are not expected to show their desires anyway.   Boys of the Middle East, on the contrary, are allowed various other facilities, also according to the author.   Boys are permitted, among other things, access to sex, nightlife, and friendships outside the family. If Deeb’s criticism is correct, the East must want to totally blend into the West instead of guarding its culture as it does.   Even though Deeb’s interpretation of the differences between the alley and the outside world may be correct, it is incomplete and inconclusive seeing that it does not truly explain the striking differences between men and women in the novel. When Hamida gets married to Abbas, she only does so to escape her mother’s home.   Escape seems to be her only wish.   She turns into a prostitute as soon as her husband leaves home for an indefinite period of time.   But, does she find her eventual escape route through this act?   It appears that while many Middle Eastern women may be searching for escape routes from traditions, once and for all, it was only Hamida who actually managed to escape. Whether she had dreamt of reaching a brothel or not is not the point of Mahfouz’s tale.   The fact remains that Hamida had no choice to live a liberated life as a Middle Eastern woman, except as a prostitute.   Most Middle Eastern women would shun the idea of prostitution altogether, calling it a major sin.   However, Hamida was so desperate to escape that she defied the common image of the Middle Eastern woman to truly escape her cultural constraints, once and for all.   Whether she also found happiness is not the concern of the author either.   Hamida’s liberation, on the other hand, is an important message of Midaq Alley. Hamida was the kind who merely upheld the traditional image of the Middle Eastern woman, just as many other Middle Eastern women probably do.   At the same time, she was desperate enough to express her suppressed desires of liberation that she chose the career of prostitution so as to escape all associations with the patriarchal traditions.   Perhaps, therefore, Mahfouz’s writing is a warning for the extremely strict movements that reduce people to suppressed desperation, which eventually bursts into crimes and various other problems.   Deeb does not explain this lesson.   Moreover, her writing compels the reader to search for the truth behind the novel, seeing that her criticism is only partly true.   After all, Hamida found the opportunity to escape, while the East and traditions – if they represent the Midaq Alley – could not blend into the West and modernity. Works Cited Deeb, Marius. â€Å"Najib Mahfuz's Midaq Alley: A Socio-Cultural Analysis.†   Bulletin (British Society for Middle Eastern Studies), Vol. 10, No. 2 (1983), pp. 121-130. Mahfouz, Naguib. Midaq Alley. Reprint edition. New York: Anchor, 1992.

Oscar Wide s The Picture Of Dorian Gray - 914 Words

Oscar Wide’s The Picture of Dorian Gray illustrates Basil Hallward’s portrait as a primary catalyst for the fluctuating personality of Dorian Gray. As Dorian gazes at the portrait of himself, he is upset that even though he will continue to age and wrinkle, the portrait will always remain young, beautiful and unaltered. Upon multiple readings of The Picture of Dorian Gray deconstructive textual analysis suggests that there are always new interpretations of the image of the painting. â€Å"Ultimately, a text’s meaning is undecidable because each reading or rereading can elicit different interpretations† (Bressler pg 126). However, deconstructive textual analysis of the painting still infers that the painting not only resembles†¦show more content†¦However, his protective attitude is brought up due to obsession and attraction towards Dorian as his sole inspiration. Basil displays this quality when he quotes â€Å"Because, without intending it, I have put into it some expression of all this curious artistic idolatry† (Wilde pg.14) when Lord Henry asks why Basil is reluctant to exhibit his artwork. This entails a homoerotic connection between Basil and his artwork because of his sexual fascination towards his muse, Dorian. It is profoundly represented when Basil beseechingly confesses his adoration to Dorian;  "I wanted to have you all to myself†¦.†(Wilde pg 110) in order to calm down Dorian and continue painting him. The inspiration of Basil’s art was found through his fascination of Dorian because of his youth and beauty. The purpose of all artwork is to capture the beauty and elegance of an idea and present it through images or sound. The portrait of Dorian was signifier of beauty derived from the youth and physical features of Dorian, which stimulated Basil’s inspiration. Although beauty is subjective to eye of the holder, there are always agreements in nature of what is conceived to be beautiful compared to what isn’t. However, Wilde argues, â€Å"All art is quite useless† (Wilde pg 5) signifying the purpose of art is to have no purpose which is transcribed from the sequence of epigrams in the preface in The Picture of Dorian Gray. Basil’s sense of

Marketing Strategy Essay Online For Free - Free Essay Example

Sample details Pages: 9 Words: 2571 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Case study Level High school Did you like this example? This essay will discuss the current social media strategy of EE (Everything Everywhere) and provide recommendations for how their strategy can be improved. EE is a British mobile network provider that was established in 2010 as part of a joint venture between T-Mobile and Orange (EE, 2015a). The company was the first digital communications provider to offer 4G services in the U.K., as well as the countrys first provider of contactless mobile payments (EE, 2015a). Don’t waste time! Our writers will create an original "Marketing Strategy Essay Online For Free" essay for you Create order As of 2015, EE provides access to its network to over 29 mobile operators which services a total of 5.7 million customers (EE, 2015b). In addition to offering mobile services, the company operates over 700 retail outlets across the county. Within its retail operations EE sells mobile handsets, tablets and branded broadband which brought its revenue to over ÂÂ £6 billion in 2014 (EE, 2015b). Due to EEs operational size they are able to competitively offer services that their competition do not have. In 2013 EE developed an exclusive partnership with BT to offer customers free access to BT Wi-Fi hotspots nationwide (Thomas, 2015). In 2015, EE plan to grow their strategy in mobile communications by being the first provider to offer 5G coverage (Thomas, 2015). Part of EEs current success is their strong focus on social media marketing as part of their marketing mix. The head of EEs social marketing states that, digital is at the heart of (EEs) ethos (Green, 2013) and with this they focus on using social media in new ways to communicate with customers. Saravanakumar et al (2012) argue that the role of traditional marketing is disappearing and new media marketing like social media enables a brand to communicate to a wider audience. Due to this trend EE has invested heavily in social media communications. As of 2015 EE has over 800 000 likes on their Facebook page and over 100 000 followers through Twitter (TalkWalker, 2015). Saravanakumar et al (2012) write about social media playing a hybrid role in the promotions mix. While it allows for companies to talk to their customer base, at the same time, it allows for customers to talk about the brand. Due to the power of word-of-mouth, EE have focused on shaping customers discussions to ensure they are aligned with the organisations goals. Part of this strategy was to launch a social media campaign in 2014 with the brand ambassador, Kevin Bacon (Ridley, 2014). To tie in with the World Cup Kevin Bacon was par t of a humorous social media campaign demonstrating the power of EEs 4G network. To enable a dialogue the public were encouraged to share the advert through social media for exclusive World Cup merchandise. In 2015 in an effort increase brand presence EE invested heavily in online sponsorship. Part of this strategy was the sponsorship of the British Bafta awards, which allowed them to launch the social media hashtag #EEBaftas (EE, 2015c). From the live event over 16 000 tweets used the hashtag allowing the public to associate the awards with the brand and to further spread awareness of the brand through online word-of-mouth (Deering, 2015). With customers no longer just being passive recipients, it is up to companies to engage and learn from customers (Hanna et al, 2011). Garretson (2008) argues that customers are now taking an active role in co-creating the promotional message and provide opinions on the role a company plays branding wise. As stated earlier, EE have social me dia as one of their current promotional strategies, which has ended up being a key competitive strength for them. With their business being in mobile communications, social media has allowed for active engagement from the initial purchase of the product (i.e. mobile phone) to the day-to-day usage. EE focuses on continual active engagement via a blend of traditional and social media to create experiences that involve the customers. Hanna et al (2011) argues that companies must focus their social media approach as an integrated strategy to bring the customer experience to the forefront. These strengths are highlighted in EEs current social media campaign of the EE Wembley Cup. Launched in 2015, the EE Wembley Cup is a ten week media campaign focusing on offering EE customers the opportunity to play in the iconic Wembley Stadium (EE, 2015d). Using all social media platforms EE is focused on creating daily communication with followers to create engagement and encourage feedback. The first strength with this is the active involvement with the public, by using the Wembley stadium as the key focal point to the campaign EE are able to target audiences with a recognisable brand. Initially, traditional media drove reach to create hype behind the campaign, while social media created intimacy as EE are actively using YouTube and Facebook to provide daily updates (EE, 2015d). Karpinski (2005) argues that for a social media strategy to work, it must empower customers. Customers are more trusting of their own opinions and opinions of their peers (Hanna et al. 2011). EE have recognised this and have focused on only using their social media accounts to post the media content, relying on customers to spread the communications virally (EE, 2015d). To further develop intimacy, the campaign focuses on customers using their mobile phones to record their footballing skills and sending it to friends via the hashtag #EEWembleyCup. EE are enabling passive bystanders to be part of the campaign as active hunters who seek out and take part with the internet-based campaign (Hanna et al, 2011). With customers actively influencing the brand message, EE are also using the strength of the campaign to seek customers opinions on their phone services. To encourage fans to participate, EE are offering a free 4G service when using their newly launched Wembley smartphone app (EE, 2015d). Once downloaded, the app allows for EE to measure customer participation with the campaign and see who the social media influencers are. Schultz (2007) states that companies can use the social media ecosystem to view online chatter which serves as a crystal ball that helps companies determine future product of service strategies. While EE are successful at creating a social media strategy that focuses on creating engagement with customers. Their current strategy primarily revolves around controlled events and branding opportunities. Neti (2011) argues that social media strategy ca n engage with customers on helping to promote a brand or product, however it can also help increase customer loyalty through customer support services. EE have demonstrated the ability to attract new customers, however their social media strategy is failing to help retain current customers. As of 2015 EE has a one star rating with Trust Pilot, an online customer watchdog service, who rate the company poorly on their ability to solve customer issues and complaints (Trust Pilot, 2015). Due to poor communications via social media platforms, EE were accused of ignoring customer complaints and not providing accurate or adequate information. All of which accumulated in Ofcom issuing EE a ÂÂ £1million fine over its handling of customer complaints (Paton, 2015). Neti (2011), states that a company must have a social media strategy that is flexible to deal with ever changing issues that can emerge from its viral nature. For EE, the fallout from the Ofcom fine led to a massive campaign over social media from unhappy customers who voiced their complaints. Rather than issue a statement addressing complaints, the social media strategy was to remain silent which led to angry opinion leaders creating viral groups openly criticizing the EE brand (EE Complaints and I Hate EE Facebook Groups received over 5000 followers). Due to the backlash the EE head office finally issued a statement directly through Facebook apologising to customers. Berthon et al (2012) highlight that a company must have a social media strategy that monitors local news and situations across all social media platforms that concerns a companys brand. What may start as a minor issue can spread through word-of-mouth via opinion leaders and must be addressed quickly to avoid a catastrophe for the brands media image (Berthon et al, 2012). Assaad and Gomez (2011) also highlight another potential challenge with social media as a strategy is the issue of privacy and personal security. Within the social me dia sphere there is a niche element who are overly concerned with how their data is used. For EE a key component of their social media strategy is the interactions with customers via social media campaigns. However in 2015 EE was listed as the most-complained about provider to Ofcom due to the breach of data. Customers who had interacted with EEs social media campaigns discovered that their data was being accessed by other advertisers to target them with further promotions (BBC, 2015). Gotta and OKelly (2006) argue that a social media strategy must be open to all audiences to avoid privacy concerns and potential bad publicity. From analysing EEs current social media strategy there is a pattern emerging on how EE use social media to communicate with customers. Currently EEs social media strategy is still driven by old fashioned marketing ideas and focuses too heavily on short-term effects in sales. This incentive-induced behaviour relies on the use of recognisable brand ambassador s and controlled marketing events to drive sales rather than retention (Pradiptarini, 2011). The recommendation of this essay is for EE to address the way they deal with customer complaints via social media. As demonstrated through their current issues with angry customers, EE need a viable solution in making sure that complaints do not spread virally. Firstly EE need to create an audience strategy (Evans, 2010) and discover who are the opinion leaders discussing the brand. Assaad and Gomez (2011) highlight, that using these highly opinionated customers can provide a benefit. If addressed correctly, their opinion can actually spread a positive message about the brand and EE could turn a negative into a positive. Other telecoms providers like Virgin Media use social media to search key compliant words and directly communicate with customers to solve issues before they spread into the public sphere (Brown, 2010). Pradiptarini (2011) suggests that for a social media strategy to w ork, a company must communicate humbly and honestly with its audience. For EE, having a focus on dramatic campaigns helps to capture new audiences attention. However, they also must continue to satisfy current customers needs for information (Pradiptarini, 2011). It is a further recommendation for EE to set up a social media strategy focused solely on current customers; which targets the need to provide information and solutions to current customer issues. A successful example of this was Ford Motor Company who split their Twitter account into @Ford who focused on brand promotion and @FordService who directly address customer queries (Ratcliff, 2014). In conclusion EE are one of the primary examples of how to carry out a strong social media marketing strategy. EEs operational size means that they have the resources to create marketing campaigns that use a mix of traditional and new media to interact with new audiences. Through brand ambassadors, sponsorship and viral-based events , EE have created a strong brand through word-of-mouth. However this focus on creating new customers through social media is also their weakness in their current strategy. As of 2015, EE have no viable way of addressing a complaint or question via their social media networks. Instead, when complaints or issues emerge, their social media accounts either ignore or hide any issues with the brand. This closed dialogue has led to opinion leaders turning on the brand and spreading negative messages via the same social media platforms that EE use to promote the company. From studying examples of Virgin Media and Ford, it is the recommendation of this essay for EE to directly target these opinion leaders through a specialised social media strategy and focus on rebuilding trust and creating long-term relationships. As academics have demonstrated, trust is one of the key factors in social media strategy if the target audience is going to change buying behaviour, influence peers and remain loyal to a brand. It is vital for EE to recognise the characteristics of their entire target market and ensure that all groups are addressed via their social media strategy to ensure success. References Assaad, W., Gomez, J.M. (2011) Social Networking in marketing (Social Media Marketing), International Journal of Managing Public Sector Information and Communication Technologies. 2 (1), pp 1-10. 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